This video is a session where Emmanuelle Callerame reviews social media posts submitted by several artists. The main purpose is to provide feedback on real-life posts, offering practical advice and insights beyond theoretical marketing lessons. The focus is on LinkedIn and Instagram posts, covering aspects like engagement, visual appeal, and text optimization.
LinkedIn Post Optimization: Emmanuelle emphasizes the importance of a strong opening line (accroche) using the first-person perspective, concise sentences (read aloud to check length), minimizing repetition, and a compelling conclusion to encourage interaction. Visuals are secondary to text on LinkedIn, with a focus on showing the human element (e.g., selfies). Carousels should use a PDF export for consistent visual impact. Accurate punctuation and avoiding excessive emojis are also key. Character limits (around 1500) should be adhered to.
Instagram Post Optimization: For Instagram, the emphasis shifts slightly, with the visual component becoming more crucial. However, the same principles of concise writing and a strong opening are important. The use of emojis and line breaks to break up text is encouraged. The overall tone should be more lighthearted and engaging. Videos can be effective, particularly time-lapses, and can be repurposed across platforms.
Cross-Platform Content Strategy: The session highlights the possibility and benefits of repurposing successful content from one platform (e.g., Instagram) for another (e.g., LinkedIn), adapting the style and format as needed.
Utilizing AI Tools: Emmanuelle suggests using ChatGPT to brainstorm engaging opening lines, check for grammar and style, and generally improve the quality of the posts.
Community Engagement: Tagging relevant people in posts is a great way to increase visibility and engagement, especially for collaborative projects or posts featuring other artists. Responding to comments is equally crucial for algorithm optimization.
On LinkedIn, Emmanuelle advises exporting Canva designs as PDFs for carousels to maintain consistent visual quality across all slides. This contrasts with Instagram, where using PNG or JPEG images of varying formats will result in a mosaic effect where one image is enlarged, and others are smaller thumbnails. There is no "carousel" in the standard sense on LinkedIn; it's a way to present multiple images as a single unit. Instagram carousels are viewed as individual slides.
Emmanuelle recommends keeping LinkedIn posts around 1500 characters including spaces. This length is considered optimal because longer posts might exceed typical user attention spans, resulting in reduced engagement.
Emmanuelle stresses the importance of a captivating opening line (accroche) that grabs the reader's attention. She suggests using a strong statement in the first person ("I...") rather than a passive or indirect approach. For the closing, she recommends a compelling conclusion that encourages comments and interaction, ideally posing a direct question to the audience.
Emmanuelle suggests using ChatGPT to generate multiple options for captivating opening lines, check for grammatical errors and stylistic inconsistencies, and to generally improve the flow and clarity of the text.
